PHILIP BURGESS

By Philip Burgess | UX Research Leader When I first joined a product team as a UX researcher, I quickly realized that not all research efforts were pulling in the same direction. Some projects focused heavily on usability testing, while others prioritized market trends or stakeholder opinions. At first, I thought this diversity was a strength. But soon, I noticed a pattern: when UX research priorities were misaligned, the product suffered in ways that were hard to measure but

By Philip Burgess | UX Research Leader Aligning research goals with business goals is essential for companies that want to make informed decisions and drive meaningful growth. When research efforts connect directly to what a business aims to achieve, the results become more actionable and valuable. This post explains how to create that alignment clearly and practically. Researcher analyzing data charts to align goals Understand the Business Goals Clearly Before setting resear

By Philip Burgess - UX Research Leader Every product team needs direction. Just as navigators use the North Star to stay oriented on long journeys, UX researchers need a guiding vision that ensures every study contributes to the bigger picture. Without it, research risks becoming scattered—reacting to requests instead of strategically driving impact. Why a North Star Matters in UX Research Prevents Random Acts of Research Without a guiding vision, teams often jump into ad-hoc